search query: @author Rao, Vithala R. / total: 1
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| Author: | Jiang, Weizhong Dev, Chekitan S. Rao, Vithala R. |
| Title: | Brand extension and customer loyalty: evidence from the lodging industry |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2002 : AUG, VOL. 43:4, p. 5-16 |
| Index terms: | Hotel and catering industry Hotel management Brand loyalty Consumer behaviour |
| Language: | eng |
| Abstract: | U.S. lodging chains have embraced brand extensions as a way to expand their their market clour and to inhibit the loss of customers to competitors. The authors analyzed the brand-switching behaviour of more than 5400 hotel customers. The study found thgat brand extensions do seem to encourage customer terention but only up to a point. |
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